This Fall Watch the Stars Align When Macy's Debuts a New Retailality Comedy… “What's in Store?”12:00 EDT Monday, September 10, 2012
NEW YORK (Business Wire) -- Appointment television just added a brand new star to the line-up as
Macy's gets ready to debut a series of comedic shorts highlighting its
iconic brand. This September, taking a cue from an American television
staple, Macy's will debut its fall brand television spots in
sitcom-style. What's in Store?, a new retailality comedy,
will debut nationally on Monday, Sept. 10 and follow the hilarious
situations that befall new Macy's Herald Square store manager, Harold,
as he collides with the many stars and wacky situations that make the
“World's Largest Store” a haven for the fun and fashionable.
Taylor Swift guest stars in Macy's fall TV campaign, What's in Store?, a new retailality comedy that follows the sitcom-worthy hilarious situations that befall new Macy's Herald Square store manager, Harold, as he collides with the stars of Macy's. All the episodes, as well as behind the scenes content for Macy's presents What's in Store? will be featured on macys.com/onlyonestar (Photo: Business Wire)
“For more than 65 years, Macy's has provided television viewers
nationwide with unparalleled entertainment experiences. From the
multiple Emmy-winning Macy's Thanksgiving Day Parade and the No. 1
entertainment special on Independence Day - Macy's 4th of
July Fireworks Spectacular, to appearances on 'Project Runway,' 'Fashion
Star' and more, Macy's has been at the forefront of television
entertainment and pop culture conversation,” said Martine Reardon,
Macy's chief marketing officer. “With What's in Store?, we are
taking the next step in bringing the magic of Macy's closer to audiences
everywhere as we collectively share in the remarkable and hilarious
everyday situations that Harold and other store employees experience at
the World's Largest Store.”
The first “season” of What's in Store? will unfold via a series
of television spots and online content ranging in length from 15 to 60
seconds. A star-studded list of Macy's stable of celebrity designers
will make guest appearances along the way including I.N.C. spokesmodel
Camila Alves, Justin Bieber, Sean “Diddy” Combs, celebrity and Macy's
Culinary Council chef Marcus Samuelsson, Carlos Santana, Martha Stewart,
Taylor Swift and Donald Trump. Making an extra special guest appearance
in the “pilot” episode will be sitcom legend, Florence Henderson.
Developed by JWT New York in collaboration with Macy's, What's in
Store? will begin with “Dream,” a 60-second episode that follows
Harold, the affable Macy's executive who has recently transplanted from
Twin Falls, ID, to New York City, as he takes on his new job as store
manager of Macy's Herald Square. Getting a tour from retiring store
manager Susan (Florence Henderson), his first day is a star-studded
affair. As Harold (Matt Oberg) tours the World's Largest Store, he
begins to daydream about his new life among the many stars that inhabit
its sales floors…to highly comedic effect. Subsequent television spots
will highlight Harold interacting with several Macy's celebrity
designers, showcasing the store's unusual Levi's denim assortment to
customers, and managing his new team of employees including Ted (Al
Thompson), the quick-witted, self-proclaimed top salesman and Carolina
(Chloe Wepper), the sardonic visual merchandiser who plays foil to Ted's
antics.
Before its national premiere on Sept. 10, What's in Store? began
building online buzz via a series of brief videos starring Justin
Bieber, Sean “Diddy” Combs, Marcus Samuelsson, Carlos Santana and Taylor
Swift. The teasers are available on various Macy's social media
platforms including the retailer's YouTube channel at youtube.com/macys.
A dedicated show sitelet at macys.com/onlyonestar will feature
behind-the-scenes content with the cast and all of the episodes
including “Sitcom,” a 60-second spot themed to the style of a comedy
show opening credits.
What's in Store? is part of the next evolution of Macy's “Only
One Star” brand strategy, which encompasses the company's ability to
deliver the stars of fashion, food and home to customers everywhere.
Whether that interaction comes from shopping the best fashion and home
brands in-store or through quick how-to mobile video tips direct from
the experts, and now through episodic entertainment provided by the
antics of Harold and the stars of Macy's; Only One Star can deliver
these experiences across multiple platforms.
With What's in Store?, Macy's once again delivers on its retail
as entertainment mantra, which has seen its star shine for more than 150
years. From a starring role in the holiday classic “Miracle on 34th
Street” to its pop culture appearances in comedic fare and thrill rides
including “Seinfeld” and “Tower Heist,” Macy's continues to be the brand
where fashion, fun and entertainment collide to create magical
experiences.
About Macy's
Macy's, the largest retail brand of Macy's, Inc. (NYSE:M), delivers
fashion and affordable luxury to customers at more than 800 locations in
45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores
and macys.com offer distinctive assortments including the most desired
family of exclusive and fashion brands for him, her and home. Macy's is
known for such epic events as Macy's 4th of July Fireworks®
and the Macy's Thanksgiving Day Parade®, as well as
spectacular fashion shows, culinary events, flower shows and celebrity
appearances. Building on a 150-year tradition, Macy's helps strengthen
communities by supporting local and national charities that make a
difference in the lives of our customers.
For Macy's media materials, images and contacts, please visit our online
pressroom at www.macys.com/pressroom.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50401333&lang=en
Macy's, Inc.Holly Thomas, 646-429-5250Holly.Thomas@macys.comorOrlando
Veras, 646-429-7450Orlando.Veras@macys.com

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